Micromax Informatics Ltd., India’s leading handset player and the 10th largest player in the world, announced its aim to be the fastest growing brand in India as it gears up for the top spot in the consumer electronics category in India. In line with this, the company unveiled its refreshed product portfolio comprising of 20 new smart devices ranging from smartphones, LED TV’s and tablets. With these products, Micromax continues to push the boundaries of hardware, software and services to create devices that are designed to improve the ways in which consumers connect, share, organize and get more out of life.
With the aim to be No 1 smartphone player in India, Micromax announced 16 new product additions to its smartphone portfolio. These smartphones will help Micromax lead in diverse categories including entry level smartphones, affordable 4G, regional language, online exclusives as well as in mass premium segment. Micromax will also make available a host of services that are integrated as ‘AROUND’ on the new devices. With AROUND on the device, a user can use the single sign to access any service as well as pay for it using the native wallet to complete experience. This exemplifies the company’s vision to be the first Indian company to build a complete services ecosystem to complement the seamless experience for more than 50 million user base by the end of FY 2016-17.
Micromax also announced the launch of its two new flagship products – the Canvas 6 and Canvas 6 Pro designed with intent to fuse performance and design, engineered to deliver better everyday smartphone experience. While the Canvas 6 will be the first Micromax smartphone to sport a fingerprint scanner, a full metal body combined with great front & rear camera, the Canvas 6 Pro is a performance beast with a 4G RAM and also the first Indian smartphone to run Helio processor. Created with an insight that an average consumer spends about 15 seconds to pull out the first level of information and 12-14 taps to get to the information, the new personal assistant ‘AROUND’ provides a seamless experience that simplifies and saves a user time and effort to switch between a plethora of apps.
Commenting on the announcement, Mr. Shubhajit Sen, Chief Marketing Officer, Micromax Informatics, said, “As we announce our goal to be amongst the Top 5 player in the global handset market and the fastest growing brand in India, our efforts will be to lead with great products. Our product strategy hinges on customer needs and our aim is to touch over 50 million devices this year. We are creating an ecosystem of powerful devices bundled with great services to increase consumer relevance and loyalty towards the brand. The new product portfolio aims at enabling users to have a seamless experience in finding a solution for their needs across different categories and varied price points.”
Micromax has seen massive consumer adulation for its tablets making it one of the leading brands in this category. Micromax is further beefing up its 4G tablet portfolio by announcing two new tablets P810 and P710 with a screen size of 8” and 7” respectively. As a category leader, Micromax has always aimed to bring devices which deliver superior features promising seamless multi-tasking and non-stop entertainment on-the go. With the launch of these two new 4G tablets, we will further steer tablet category growth in India.
With 14 million CRTs in the market, Micromax is looking at making the consumers leapfrog to LED TVs to provide better, sharper, smarter cinematic experience in every household. Last year Micromax grew its LED business by 60% and grew 3 times faster than the category. With the aim to constantly bring alive the best experience and connectivity through our multiple screens, Micromax gave a sneak preview of its new range of Smart LED TVs- 50inch and 40inch.
As an anchor of ‘Make in India’ initiative, Micromax is committed to making India a preferred destination for manufacturing. With an existing facility in Rudrapur, the company has already started investing heavily in setting up their new manufacturing plants. The new plants will be operational in Telangana, Madhya Pradesh, and Rajasthan over the course of the year and will ensure a 100% made in India portfolio of devices.